Dawn is the leading expert in vacation rental and short-term rental technology, with nearly 30 years of experience shaping the systems and strategies that power the industry. Over the years, she has held executive roles at top software and payment companies serving the vacation rental space, in 2023 she founded and leads PMS Pros, a specialized consulting firm of experts that helps property managers and hospitality groups select, implement, and optimize software solutions across their tech stack as well as offering outsourced accounting services for property management firms.

Heather is currently Partner at Richer Logic Consulting, RevProf Board Member, and previously sat on the HSMAI Revenue Management Advisory Board. She served as CMO of RedAwning most recently, and prior to that, she served as VP, Revenue and Distribution at Kimpton Hotels and Restaurants.

She loves time with her two daughters and new rescue puppy, taking hikes, traveling, and drinking great cocktails with amazing friends. She enjoys clever humor, and being around smart, caring, and genuine people. Her team approach: “The whole is greater than the sum of its parts”. And her mantra: “Let me help you get uncomfortable. It’s only when we’re uncomfortable that we’re truly growing.”

Michelle Marquis is a founding member and President of ShortCuts4STR, bringing more than three decades of hands-on experience across property management, revenue strategy, and short-term rental technology. As a consultant, she works with property managers to strengthen homeowner acquisition, sales process, pricing strategy, and operational clarity—and with suppliers to sharpen positioning, go-to-market strategy, and credibility with professional operators. Michelle is known for translating complex strategy into practical execution, asking the uncomfortable questions, and helping companies grow without losing their soul (or their margins). She is also the author of A Bossy Girl’s Guide to Leadership, grounded in real-world stories from the vacation rental industry.

Jeffro is a founding member and ShortCut$ Treasurer. One of his passions is helping STR technology and service providers generate demand, launch products and win sales deals.

He’s an accomplished rainmaker who helps vacation rental companies accelerate growth, usually between $10M to $50M ARR. His ability to translate market need into business opportunity has helped deliver two significant exit valuations - one >$200MM and the other >$80MM.

After an immersive experience in 2024 - ‘25 leading reservation sales, marketing and revenue management at Stay in Tamarindo in Costa Rica, Jeff is back in the US consulting with industry suppliers big and small.

For the past two decades, I’ve been deep in the vacation rental and proptech industries—scaling teams, building revenue engines, developing PMS products, and helping companies grow with clarity and confidence.

Experienced Chief Executive Officer with a demonstrated history of leading a profitable digital marketing agency of 20-30 full-time employees.

Crystal is a passionate and performance-driven Senior Regional Sales Leader at VTrips, where she leads high-performing sales and support teams in one of the nation’s top short-term rental management companies.

Wendy is a dynamic marketing and sales executive with a proven track record of driving growth through strategic branding, digital transformation, and customer engagement. As Chief Marketing Officer at Lodging Dynamics, she leads innovative marketing and revenue strategies that enhance guest experiences, elevate brand presence, and position the company as a leader in hospitality management.